| Hey beautiful! I'm Rochelle Johnson, the woman behind Beauticurve! I launched Beauticurve.com back in January 2013, after receiving so much encouragement from strangers, friends, and my growing Instagram audience. People would tell me things like, "I saw that but I didn't know what to wear with it," or "I would have never thought to shop there." I wanted to create a place where I could catalog my fashion adventures and hopefully inspire others along the way. | |
| As a plus-size woman, I've grown to be very comfortable with my size and actually enjoy myself as I am. At Beauticurve, you'll find a girl who isn't afraid to wear what she loves, go where she wants, and break a few rules! That's what my platform is all about—inspiring you to live well and have fun with fashion, regardless of your size. | |
| Over the years, my brand has evolved beyond just fashion. Now I share more about my life as a wife and mom, my travels, beauty tips, and home decor ideas. Beauticurve has become a one-stop shop for all my curvy girls who want to live a life filled with affordable style, lavish home decor, luxury, laughter, and self-love. | |
| My style is elevated yet accessible. I believe in mixing high and low pieces to create looks that feel luxurious without breaking the bank. I'm all about finding those special pieces that make you feel amazing and styling them in ways that work for real life—whether you're heading to the office, on a date night, or chasing after little ones. | |
| I firmly believe that luxury is a state of mind, regardless of size, race, social status, or job title. There are still people who think plus-sized women shouldn't have a full life, as if our weight and shape determine the quality of life we deserve to live. I'm here to challenge that notion every single day. | |
| My approach to fashion is all about embracing what makes you feel confident and beautiful. It's not about hiding or disguising your body—it's about celebrating it! I love pieces that accentuate my curves rather than concealing them. Structure is your friend when it comes to plus fashion—pieces with thoughtful tailoring and silhouettes that honor your body's natural shape. | |
| I'm known for my love of structured pieces with a feminine touch, designed to fit an array of body shapes and sizes impeccably. Think timeless statement pieces that will never go out of style. My LAB 010 collection with Fashion to Figure perfectly captured this aesthetic—chic, timeless pieces designed to fit beautifully on curvy figures. | |
| 1. **Feminine silhouettes** - I love pieces that celebrate the feminine form, like wrap dresses, peplum tops, and well-tailored blazers that define the waist | |
| 2. **Bold colors and prints** - Don't be afraid to stand out! Vibrant colors and eye-catching prints can be incredibly flattering | |
| 3. **Statement accessories** - The right accessory can elevate even the simplest outfit | |
| 4. **Thoughtful tailoring** - Structure is so important for plus bodies—look for pieces with darts, seaming, and proper proportions | |
| 5. **Mix of high and low** - I love pairing budget-friendly basics with investment pieces for a look that feels luxe but attainable | |
| When it comes to plus-size fashion, I believe knowledge is power. Here are some of my tried-and-true tips for looking and feeling your best: | |
| Don't get hung up on the size number! Sizes vary widely between brands, so focus on how the garment fits and feels on your body. A properly fitting garment should: | |
| - Feel comfortable when you move, sit, and stretch | |
| - Skim your body without pulling or gaping | |
| - Highlight the areas you love about yourself | |
| Remember that tailoring is your best friend! Few pieces fit perfectly off the rack, and simple alterations can transform how a garment looks on you. Budget for tailoring when shopping for investment pieces. | |
| While I don't believe in rigid "rules" for different body types, understanding your proportions can help you create balanced looks: | |
| **Apple shapes:** Look for pieces that create definition at the smallest part of your waist. Empire waistlines, wrap styles, and peplum tops are great options. A-line skirts and straight-leg pants provide balance. | |
| **Pear shapes:** Focus on highlighting your narrower upper body with interesting necklines, statement sleeves, or bold prints up top. A-line skirts and wide-leg pants accommodate curvy hips beautifully. | |
| **Hourglass shapes:** Pieces that define your waist will showcase your natural proportions. Wrap dresses, belted styles, and high-waisted bottoms all work wonderfully. | |
| **Rectangle shapes:** Create curves with peplum tops, ruffle details, and belted dresses. Experiment with volume and texture to add dimension. | |
| Remember, these are just starting points! The most important thing is wearing what makes YOU feel good. Your confidence will always be your best accessory. | |
| Start with quality basics in neutral colors that mix and match easily. My essentials include: | |
| - A perfectly fitting pair of dark wash jeans | |
| - A well-structured blazer | |
| - A wrap dress in a classic print | |
| - A white button-down shirt | |
| - A pencil skirt that hugs your curves | |
| - A pair of straight-leg black pants | |
| - A few well-fitting t-shirts in neutral colors | |
| Once you have your foundation pieces, add personality with: | |
| - Statement accessories | |
| - Bold outerwear | |
| - Vibrant prints | |
| - Interesting textures and fabrics | |
| - Stand-out shoes | |
| This approach ensures you'll always have something to wear while allowing your personal style to shine through. | |
| I've been fortunate to collaborate with several amazing brands that understand and celebrate the plus-size woman. These partnerships have been incredible opportunities to bring my vision to life and create pieces specifically designed for curvy bodies. | |
| One of the most exciting moments in my career was when Lane Bryant reached out in 2019 with an opportunity to collaborate on a ten-look spring dress collection. Excited seems like a gross understatement—I was through the roof with joy at the chance to not just style and wear clothes but to be hands-on with the design process. | |
| This collection was entitled "Beauticurve X Lane Bryant," featuring 10 dresses that I knew would be fun for both me and my followers. I flew to New York to meet with the design team, and we hit the ground running. | |
| What I didn't expect was that the collection would be so well-received that I'd be asked to collaborate on a second collection the following year! The second collection was even more exciting than the first. The team and I really dug into the designs, creating an 18-piece line available in-store and online. It was filled with fun colors, patterns, and prints that celebrated the curvy figure. | |
| To date, this has been one of the top 10 moments of my career, and it reinforced my belief that plus-size women deserve beautiful, thoughtfully designed clothing that helps them express their personal style. | |
| My LAB 010 collection with Fashion to Figure focused on my love for structured pieces with a feminine touch, designed to fit an array of body shapes and sizes impeccably. The collection featured timeless statement pieces that will never go out of style, sold exclusively at Fashion to Figure. | |
| Released in December 2022, several items sold out just weeks after launch! This was a limited collection with the intention of adding chic, timeless pieces to every curvy girl's wardrobe. My favorite part of this experience was being instrumental in hand-picking the designs, fabrics, and colors. | |
| This collection reflected my belief that plus-size women deserve quality, well-designed pieces that stand the test of time. Fast fashion is fun, but investment pieces that fit beautifully are truly transformative for your wardrobe and confidence. | |
| Being a mom is one of my greatest joys, and I love sharing the realities of motherhood while maintaining my sense of style and self. Balancing motherhood, marriage, and being a boss isn't always easy, but it's definitely rewarding! | |
| As a millennial mom, I understand the struggle of wanting to look put together while also being practical. My approach to mom style is all about: | |
| - Comfortable yet stylish basics that can withstand a day of chasing little ones | |
| - Versatile pieces that transition from playground to dinner date | |
| - Easy-to-care-for fabrics that can handle the inevitable spills and messes | |
| - Quick styling tricks that make you feel put together in minutes | |
| Some of my go-to outfits for mom life include: | |
| - Well-fitting jeans paired with a cute top and comfortable flats | |
| - Casual dresses that allow for movement | |
| - Layers that can be added or removed as the day (and your body temperature!) changes | |
| - Washable fabrics that hold up to frequent cleaning | |
| My love for beauty extends beyond fashion into creating beautiful spaces at home. I believe your environment significantly impacts your mood and well-being, so creating a home that feels both luxurious and livable is important to me. | |
| My approach to home decor is similar to my fashion philosophy—mix high and low, focus on quality where it matters, and don't be afraid to express your personality! Some of my favorite tips include: | |
| - Invest in quality furniture pieces that anchor each room | |
| - Use accessories to add color and personality without committing to permanent changes | |
| - Create vignettes throughout your home that bring you joy | |
| - Remember that a luxurious home can still be family-friendly with the right choices | |
| I love sharing affordable ways to make your space feel elevated without breaking the bank. Simple changes like new throw pillows, a beautiful vase, or rearranging what you already have can transform how your home feels. | |
| Travel is one of my greatest passions! Experiencing new places, cultures, and cuisines enriches my life and provides endless inspiration for my content. | |
| As a plus-size woman, I understand the anxieties that can come with traveling—from concerns about airplane seats to worrying about how you'll be perceived in a new place. That's why I'm passionate about sharing my travel experiences and tips to help other curvy women explore the world confidently. | |
| Packing efficiently as a plus-size woman requires some strategy! Here's what works for me: | |
| - Choose a cohesive color palette so everything mixes and matches | |
| - Pack versatile pieces that can be styled multiple ways | |
| - Roll clothes instead of folding to save space and reduce wrinkles | |
| - Bring along a few statement accessories to transform basic outfits | |
| - Don't forget shapewear or undergarments that make you feel your best | |
| Remember, you deserve to look and feel amazing on your travels! Don't sacrifice style for practicality—with careful planning, you can have both. | |
| I love destinations that offer a mix of culture, beauty, and amazing food! Some of my favorites include: | |
| - Coastal Italian towns for their relaxed elegance and incredible cuisine | |
| - Paris for the fashion, architecture, and undeniable romance | |
| - Caribbean beaches for sun, sand, and vibrant local culture | |
| - Weekend getaways to charming small towns for a quick reset | |
| When planning a trip, I always research inclusive experiences and size-friendly activities. Nothing kills your vacation vibe faster than feeling excluded or uncomfortable because of your size. | |
| Beauty and self-care are essential parts of my routine. Taking time for yourself isn't selfish—it's necessary! When you look good, you feel good, and that confidence radiates outward. | |
| My approach to makeup is similar to my fashion philosophy—it should enhance your natural beauty and make you feel confident! | |
| Some of my favorite makeup tips include: | |
| - Invest in a good foundation that matches your skin tone perfectly | |
| - Don't be afraid of color! Bold lips or vibrant eyeshadow can be so flattering | |
| - Learn techniques that enhance your unique features rather than trying to change them | |
| - Quality brushes make all the difference in application | |
| - Find your signature look for busy days when you need to get ready quickly | |
| Self-care goes beyond beauty—it's about nurturing your whole self. My favorite self-care practices include: | |
| - Setting boundaries around social media and work time | |
| - Regular movement that makes my body feel good | |
| - Skincare rituals that help me wind down in the evening | |
| - Making time for activities that bring me joy | |
| - Surrounding myself with supportive, positive people | |
| Remember that self-care looks different for everyone. Find what truly replenishes you, not just what social media says self-care should be! | |
| Beauticurve is a designated safe space for plus-sized women. While all are welcome here, I created this platform specifically to empower curvy women who have often been marginalized by the fashion industry. | |
| It's exciting that brands are growing more size-inclusive every day, but there's still work to be done. I believe that plus-size women deserve the same quality, variety, and shopping experience as our straight-size friends. | |
| My relationship with my body hasn't always been perfect. Like many women, I've had my struggles with self-image and acceptance. What changed for me was realizing that I could either wait to live my life until I reached some "ideal" size, or I could embrace myself as I am and start living fully right now. | |
| I chose the latter, and it's been the most liberating decision! This doesn't mean I don't have bad body days—we all do. But I no longer let my size determine my worth or what I deserve in life. | |
| Part of my mission is advocating for better representation and options for plus-size women. This means: | |
| - Supporting brands that authentically embrace size inclusivity (not just for publicity) | |
| - Calling for extended size ranges that don't compromise on style or quality | |
| - Demanding in-store options so plus shoppers can try before buying | |
| - Pushing for diverse representation in marketing and media | |
| - Celebrating brands that get it right while educating those that don't | |
| True inclusivity isn't just about offering extended sizes—it's about understanding the plus customer, designing specifically for her body, and treating her with respect. | |
| After years in the plus fashion space, I've developed strong opinions about which brands truly deliver for curvy customers! Here are some of my favorites: | |
| **Lane Bryant**: A classic for a reason! Their fit is consistent, and they offer great basics along with trendier pieces. Their pants and jeans are particularly good for curvy figures. | |
| **Fashion to Figure**: Perfect for fashion-forward, statement pieces that don't break the bank. Their dresses and tops are particularly flattering. | |
| **Eloquii**: If you love bold colors and prints, Eloquii delivers! Their styles range from workwear to special occasion, and they're constantly updating with fresh designs. | |
| **Universal Standard**: Worth the investment for their incredible quality and size range. Their basics are unmatched, and their jeans are game-changers. | |
| **City Chic**: Great for feminine, sexy pieces with excellent fit. Their dresses and special occasion wear are standouts. | |
| **Anthropologie**: Their plus range has improved significantly, offering the same boho-chic aesthetic as their straight sizes. | |
| My approach to shopping strategically includes: | |
| - Knowing your measurements and checking size charts before ordering | |
| - Reading reviews from other plus customers when shopping online | |
| - Taking advantage of sales for investment pieces | |
| - Building relationships with sales associates at your favorite stores | |
| - Not being afraid to return items that don't work—settling leads to unworn clothes in your closet | |
| Remember that a well-curated closet with fewer pieces that fit and flatter you is better than a closet full of "almost right" items! | |
| I firmly believe that luxury is a state of mind, not a size or a price tag. You can create luxurious experiences and looks at any budget level—it's all about being intentional with your choices. | |
| Creating an elevated look without breaking the bank is all about: | |
| - Investing in a few key pieces that elevate your entire wardrobe | |
| - Looking for quality fabrics and construction, even at lower price points | |
| - Taking care of your clothes properly so they last longer | |
| - Focusing on fit—well-fitting clothes always look more expensive | |
| - Using accessories to transform simple outfits | |
| Some of my favorite affordable luxury finds include: | |
| - Department store brands during good sales | |
| - Outlet shopping for designer pieces at a discount | |
| - Vintage and secondhand shopping for unique, quality items | |
| - Subscription services that let you rent luxury pieces for special occasions | |
| Special events can be particularly challenging for plus-size women due to limited options. My tips for looking and feeling amazing for special occasions include: | |
| - Start shopping early to allow time for alterations or exchanges | |
| - Consider custom-made for truly special events—it's often more affordable than you'd think | |
| - Don't be afraid of bold colors and embellishments! Plus bodies can absolutely rock statement pieces | |
| - Pay attention to undergarments—the right foundation makes everything look better | |
| - Remember that confidence is your best accessory | |
| Building Beauticurve has been an incredible journey! What started as a passion project has grown into a business that allows me to connect with and empower women around the world. | |
| Creating and growing Beauticurve has taught me so much about persistence, authenticity, and the power of community. Some key lessons I've learned: | |
| - Consistency is key—showing up regularly for your audience builds trust | |
| - Your unique perspective is your greatest asset | |
| - Community over competition always wins | |
| - Staying true to your values will attract the right audience | |
| - Being adaptable allows you to grow with changing platforms and trends | |
| As a wife, mom, and entrepreneur, balance is something I'm constantly working on! Some strategies that help me: | |
| - Setting clear boundaries between work and family time | |
| - Being present in whatever role I'm in at the moment | |
| - Prioritizing self-care so I can show up as my best self | |
| - Embracing imperfection and giving myself grace | |
| - Building systems that support me rather than trying to do everything myself | |
| I'm passionate about showing other women that you can pursue your dreams while also honoring your other roles and responsibilities. It's not always easy, but it's definitely worth it! | |
| My content across platforms aims to inform, inspire, and entertain my community. While each platform has its own vibe, my core message remains consistent: embracing your size, breaking fashion rules, and living a full, beautiful life regardless of your body size. | |
| **Instagram (@iambeauticurve)**: With 558K followers, Instagram is where I share polished outfit posts, styling tips, glimpses into my daily life, and collaborations with brands. My Instagram aesthetic is colorful, vibrant, and aspirational while still feeling approachable. | |
| **TikTok (@beauticurve)**: My TikTok content (61.9K followers) is more casual and spontaneous. I share quick styling videos, day-in-the-life content, and relatable moments as a millennial mom. The content here has a more conversational, friend-to-friend tone. | |
| **YouTube (32.2K subscribers)**: My YouTube channel features more in-depth content like hauls, lookbooks, detailed reviews, and lifestyle vlogs. This platform allows me to go deeper and provide more comprehensive information. | |
| **Blog (Beauticurve.com)**: My blog is the heart of my brand, where I share detailed outfit posts, shopping guides, travel recaps, and personal essays. The writing style is warm, conversational, and informative. | |
| **Pinterest (41K)**: I use Pinterest to organize shoppable outfit inspiration, curate seasonal trend boards, and share style guides for different occasions. | |
| Across all platforms, I focus on several key content themes: | |
| - **Outfit inspiration**: Everyday looks, workwear, special occasion, seasonal trends | |
| - **Shopping guides**: Brand reviews, sale alerts, where to find specific items | |
| - **Style tips**: How to style specific pieces, dressing for different body types | |
| - **Lifestyle content**: Home decor, travel, motherhood, beauty routines | |
| - **Behind-the-scenes**: A glimpse into my life as a creator, wife, and mom | |
| I love creating content that serves my audience in practical ways while also inspiring them to step outside their comfort zones and embrace new styles and experiences. | |
| At Beauticurve, all are welcome, though this space was specifically created as a safe haven for plus-sized women. I hope my content opens your eyes to new places and new looks—inspiring you to live well and have fun with fashion at any size! | |
| Fashion should be fun, inclusive, and empowering. Don't let anyone tell you what you can or can't wear because of your size. Your body deserves beautiful clothes right now, not when you reach some arbitrary "goal weight." | |
| I believe that when we share our authentic journeys—the triumphs and the struggles—we create space for others to feel seen and understood. That's why I'll continue to share my life, my style, and my passion for creating beauty in everyday moments. | |
| Thank you for being part of this community. Together, we're changing the conversation around plus fashion and showing the world that curvy women deserve to live full, stylish, luxurious lives without apology. | |
| With love and style, | |
| Rochelle |